Our Story
Independent surfwear with coastal roots
Started in Melbourne in 2023.
Troy started this at fourteen
Troy founded Pure Surf in Melbourne in 2023 at 14. It was a simple idea: clothes that feel like the coast.
Starting young meant learning on the job. Designs that missed. Manufacturers who needed patience. School hours, late nights, and figuring it out without a playbook.
The drive stayed the same. Keep making better pieces for people who love the beach. Trial, error, and another go.
Made for coast life, not boardrooms
Surf culture
The line takes its cues from the water. Dawn checks, long waits, and the quiet after a session.
Relaxed streetwear
Comfortable pieces with personality for skate runs and sunset hangs. Easy to throw on. Not a corporate uniform.
Everyday ocean life
Built for a new generation of surfers and beach lovers. Coastal adventures and ordinary days by the water.
Trial and error
The path from idea to brand was messy. Designs got tested. Some missed. We kept going.
Working with makers
Learning how clothes get made meant talking to manufacturers and changing cuts until they felt right.
Out in the world
The clothes show up on beach days, skate runs and slow afternoons. That is the point.
